Follow the Data: Personalization Beyond the Homepage

With personalization transforming the business landscape and being top of mind for so many marketers, it’s no surprise that more and more companies are eager to develop or advance their personalization strategies. As part of the Customer Success team at Evergage, I’m on the front lines of my clients’ personalization journeys, helping them chart the course for their digital transformations. While there’s no right or wrong way to begin this journey, when many clients first get started, they jump at the opportunity to optimize their homepages before tackling any other part of their site.   It sounds like an intuitive strategy, right? I thought so too when I first joined Evergage. But in analyzing the pages in which visitors first enter my clients’ sites, we often observe that a significant — if not majority — amount of incoming traffic arrives [...]